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Author Archive

Brand Differentiation

Creating A Meaningfully Different Brand

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In a letter to Jean-Baptiste Leroy, Benjamin Franklin commented on the likely permanence of the U.S. Constitution, saying “In this world nothing can be said to be certain, except death and taxes.”

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Brand Strategy

Underdog Brands Can Change The Game

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Every product or service category is governed by a set of assumptions that define the space in which the established brands compete. Every now and again, however, one brand asks the question, “Does it have to be this way?”

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Brand Management

Brand Management And The Death Of Digital

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Marc Pritchard, Procter & Gamble’s global brand building officer, proclaimed digital dead at Dmexco and urged marketers to look beyond the pipes and plumbing of digital and social media to what really matters: engaging people with creative campaigns.

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Brand Building

Brands Move To Create Value Beyond Core Purpose

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Oscar Yuan, at Millward Brown Optimor, has written a really interesting Point of View about innovations in marketing.

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Branding and China

How Copycats Leverage Brand Equity In China

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I suspect that everyone knows that copying is big business in China. Copying can range from specific products to entire stores (as in the case of Apple). But it took a visit to Qingdao to remind me that sometimes all you need is to leverage an existing brand’s equity to make money. You can just take a well-known brand name and stick it on your own product and package.

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